Sign: Signifier: Signified
The semiotic approach sees communication as a mutual negotiation of meaning rather than a linear transfer of messages from transmitter to receiver. The notion of 'meaning-construction' has been influential in the study of media and communication. What exactly did the semiotic theorists Saussure, Peirce, and Barthes mean? What is the 'sign', 'the signifier', and 'the signified'? The program examines the strengths and weaknesses of semiotic analysis through the example of billboard advertising.